Chapter 11 Visual Activities 1

Chapter 11 Visual Activities 1

CHAPTER 11: ADVERTISING AND COMMERCIAL CULTURE

Focus Questions

What does this graph tell you about the composition of the advertising industry?

Global Revenue for the World’s Four Largest Agencies (in Billions of Dollars)

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Short-Answer Questions

Question

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A mega-agency is a large advertising firm that is formed by merging several individual agencies. These types of agencies provide advertising and public relations services. Mega-agencies usually maintain regional offices worldwide, and many operate in-house radio and TV production studios.

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Question

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There are several concerns about mega-agencies. One concern is that the large agencies are a threat to smaller independent firms. Another concern is that a few firms now control the distribution of ad dollars globally, and the cultural values represented by American and European ads may undermine the values and products of developing countries.